Buying committee

The 6–10 people who collectively approve an enterprise purchase (Gartner; one dataset averages 11.2 on $50k+ deals). The person who contacted you is one voice in that room — the rest are marketing, executive, finance, IT, and procurement roles you will mostly never meet. Since buyers spend only 17% of their buying time with all vendors combined, your proof assets and your champion do the selling in the committee’s internal meetings.

Source: Gartner B2B buying research (Brent Adamson and colleagues). Gartner’s core finding: complex B2B purchases are decided by a group of 6–10 stakeholders navigating internal consensus, not by one decision-maker.

First used in: 1.1 · How enterprise buyers buy